The purpose of this study is to determine how marketing reform and over production of rice are affecting rice farming, and to shed light on the future prospect of the rice industry in the Northern Tohoku area.Aomori and Akita fanners were investigated in order to find out current trends of rice production and marketing.Newly established compound farming as a result of cutting back rice field acreage was also studied, and problems on price and marketing are pointed out. Marketing trends of agricultural coops and marketing business were researched, and problems that are arisen due to the introduction of marketing mechanism were studied. Country rice elevators were studied in order to search for appropriate management.Survival strategies of rice production and marketing were studied through four agricultural coops in Iwate prefecture.Marketing competition is becoming keen at production, distribution, wholesale and retail levels, and conflicts have started to arise in the process of securing profits. Rice production areas are severely affected by the over supply of rice, and many farmers are at risk due to low prices as a result of the intense competition.